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Job Description:

Rakuten International oversees 7 businesses with over 4,000 employees globally. The brand is recognized for its leadership and innovation in e-commerce, digital content, advertising, entertainment and communications, bringing the joy of discovery and access to more than 1 billion members across the world. Our teams deliver on the company’s mission to delight merchants and customers through innovation, optimism, and teamwork.

Rakuten Viki is a global entertainment streaming platform that specializes in Asian content. Our platform enables millions of viewers to discover and enjoy primetime shows and movies, subtitled in over 150 languages. Headquartered in San Mateo, California, we also have offices in Singapore, Seoul, and Shanghai, ensuring a strong global presence and a deep connection to the heart of Asian entertainment. Our platform is home to a large and loyal community of fans who share a passion for Asian culture and entertainment. Join us in our mission to bridge cultures and connect the world to Asian entertainment. At Rakuten Viki, we offer a chance to be part of a global community that celebrates culture, creativity, and connection.

About the role:

Rakuten Viki is seeking an experienced Senior Specialist in CRM Lifecycle Marketing based in San Mateo, CA. The ideal candidate will be responsible for developing and executing data-driven retention and lifecycle marketing initiatives that activate, drive engagement, reduce churn, and maximize lifetime value of Viki subscribers.

Responsibilities:

• As a key member of the CRM team, own the global strategy, testing and execution for CRM/Lifecycle campaigns that deliver measurable business impact.

• Design, launch, and optimize multi-channel retention campaigns across email, in-app messaging, push notifications and content cards.

• Partner with analytics teams to segment users based on behavior, develop targeted retention strategies for different cohorts, and measure impact.

• Collaborate with brand and integrated marketing teams to promote new shows and enhance content discoverability for users.

• Drive creative strategy and A/B testing across CRM channels and customer journeys.

• Support the company's global expansion and localization objectives by identifying scalable CRM workflows and collaborating with the team to evaluate automated solutions.

• Build strong partnership with internal stakeholders and external partners.

Requirements:

• 5+ years of hands-on experience developing and executing CRM/Lifecycle marketing campaigns.

• Experience in direct-to-consumer (B2C) industry required. Experience with entertainment or subscription services is a plus.

• Deep expertise in CRM platforms and automation tools (Braze, Moveable Ink or similar), with hands-on experience implementing sophisticated CRM campaigns.

• Strong analytical skills and experience using data visualization tools such as Looker, Amplitude.

• Thrive in a fast-paced and dynamic environment, managing multiple projects while delivering results on time.

• Familiarity with Asian entertainment.

• Hybrid working arrangement in San Mateo, CA.

Five Principles for Success
Our worldwide practices describe specific behaviors that make Rakuten unique and united across the world. We expect Rakuten employees to model these 5 Shugi Principles of Success.

Always improve, Always Advance - Only be satisfied with complete success - Kaizen
Passionately Professional - Take an uncompromising approach to your work and be determined to be the best
Hypothesize - Practice - Validate – Shikumika - Use the Rakuten Cycle to succeed in unknown territory
Maximize Customer Satisfaction - The greatest satisfaction for our teams is seeing their customers smile
Speed!! Speed!! Speed!! - Always be conscious of time - take charge, set clear goals, and engage your team

At the time of posting, Rakuten expects the base compensation for this role to be within the range shown below. Individual compensation will vary based on job-related factors, including the skills, qualifications, and experience of the successful candidate as well as business need and geographic location. The successful applicant for this role will be eligible for discretionary bonus, health, vision, dental insurance, 401k matching, PTO, Volunteer Time Off (VTO), and other employee benefits as the company implements.